Provable

One of two dominant independent ad verification vendors globally, competing directly with DoubleVerify for enterprise advertiser and publisher measurement budgets

Provable, rebranded from Integral Ad Science (IAS) in 2025, is one of the most established and widely adopted digital ad verification companies in the AdTech ecosystem. The company provides advertisers, agencies, and publishers with tools to ensure their digital advertising investments are protected from fraud, appear in brand-safe environments, and are actually seen by real human audiences. Its technology sits across the programmatic supply chain, integrating with DSPs, SSPs, social platforms, and direct publishers to deliver pre-bid and post-bid verification signals at scale. The company's product suite spans brand safety and suitability measurement, invalid traffic (IVT) detection, viewability verification, contextual targeting, and attention measurement. IAS/Provable has long competed with DoubleVerify as the two dominant independent ad verification vendors, and both companies have expanded beyond verification into optimization and media quality intelligence. The rebrand to Provable reflects the company's strategic evolution toward a broader positioning around provable media quality and outcomes, rather than purely verification. IAS went public on the Nasdaq in 2021 under the ticker IAS, having previously been backed by Vista Equity Partners following a 2018 acquisition. The company serves thousands of advertisers and publishers globally, with deep integrations across major platforms including Google, Meta, Amazon, and The Trade Desk. Its global footprint, independent methodology, and MRC accreditations have made it a trusted third-party measurement partner for major brands and media buyers worldwide.